New Leadership Roles for Rod White, Mark Woolcock, and Todd Schaeffer

Rod White

Mark Woolcock

Todd Schaeffer

Singer Equipment Company announced the planned reorganization of contract division leadership effective April 1, 2021.  

Rod White will serve as executive vice president, contracts for the Singer family of companies, having been promoted from his position as president of Singer Ashland. In this new role, White will oversee all contract sales, CAD, project management, estimating, and purchasing. Rod, who founded Ashland Equipment in 2000, became part of Singer’s core leadership team after the company acquired Ashland in 2017. “Rod’s history of strong leadership and successful growth in the contract business will help Singer in our next phase of development as a leading national kitchen equipment contractor,” said Fred Singer, president and CEO.

Mark Woolcock will be promoted to executive vice president, managing all equipment vendor relationships for Singer, and supporting the growth of equipment sales across both contract and distribution divisions. His responsibilities will also include vendor program development and strategic partnerships. Woolcock joined Singer 15 years ago and has been a longstanding member of the executive leadership team. Fred Singer says, “Mark has a track record of building strong relationships with our vendor partners built on integrity, partnership and performance. In his new role, Mark will develop and strengthen these relationships to bring value to our customers and partners.”

Singer continued, “I am pleased to entrust the leadership of our contract business to Rod and Mark. Their proven success in delighting our customers and partnering with our key manufacturers will continue to result in strong growth for our enterprise.” Both White and Woolcock will continue to report directly to Fred Singer in their new roles.

Todd Schaeffer will be promoted to general manager and vice president of Singer Ashland, ensuring smooth and efficient operations in this division. Schaeffer had previously served as the vice president of operations for Singer Ashland and has been an integral part of the division’s growth for over a decade and a half. “Todd and I have worked side by side for over fifteen years, and no one knows our business better, or is better prepared to lead our team forward,” White said.”